At the D11 conference, Apple CEO Tim Cook once again took the stage to be interviewed by Walt Mossberg and Kara Swisher. While most of the interview can be replicated by picking and reading 10 random Apple fanblog stories - there were still a number of very interesting things that warrant some closer scrutiny.

Of course average iOS device users install more software, which they do because it's cheap and safe and they have a simple enormous library of apps to choose from. That's freedom, that's choice.

The average number of apps sold per iOS user is 89. Fifty billion iOS apps have been download. 750,000 apps in the App Store. 250,000 new apps added last year. This is Tsunami of apps, a cornucopia of choice. Talk about lack of freedom in this context is just silly and juvenile. Apple's curated App store has been the biggest empowerment mechanism for users of computer devices and writers of software ever invented. And it's growing at a phenomenal rate.

Some people don't like the curated software model, and those people are free of course to choose an alternative uncurated platform, but what really ticks them off is that the model they don't like hundreds of millions of people do like and it's a raging success.

To add to this, there is a need to thoughtful when introducing new APIs.

Every API comes with an implied legacy which means baggage, and it can have far reaching consequences into the platform. If you read the OldNewThing blog, a seasoned Windows developer routinely talks about APIs they made that were used in weird (often malicious) manners.

So in this new age where devices are much more personal. It is *your* tablet, its in your bag, in your hand most of the day, it has your very personal information on it. We need to have better reliability guarantees.

Realiability goes hand in hand with the quality of the developer platform. Bad platforms breed bad apps. You can see the open nature of Android start to work against them in some ways. Its a gift and a curse to be that open.

I think in the D11 interview, Mr. Cook spoke to the fact that Apple users essentially pay Apple to make some important decisions for them.

This is often spun by users here as a negative, but I'm not so sure. Often users know what they want, just not how to go about getting it. They know they want apps to say what they do, but they don't know that to achieve that goal you need a curated app store with very transparent capabilities.

They want all day battery, but don't understand that having that service running in the background and polling a web server isn't going to help that.

Samsung and others seem to have found an alternative strategy. Dump a whole bunch of features into a phone (barometer, dehumidifier, air gestures, coo coo clock) and hope that customers find them "good enough."

Apple has a much more engaged audience (you can see this from the usage statistics of iOS vs others) because their products genuinely seem to delight users. You might be accused of spitting marketing BS, but the numbers certainly speak for themselves.